High-Security Copywriting — Nothing Bugs This Client
The threat of hidden surveillance is real. More than 150,000 bugs — hidden microphones and cameras — are imported into Australia every year. On an eBay budget, anyone can (quite legally) buy ASIO-quality bugs. If you thought a rival had bugged your boardroom or an ex was tracking your car, you’d be well-advised to call Security Tactics. Based in Brisbane but on-call around Australia, Security Tactics specialises in technical surveillance countermeasures (TSCM) — bug sweeping. Finding tiny devices designed to stay hidden takes patience, training and tens of thousands of dollars of equipment. Eric Hunter of Security Tactics is a former detective sergeant, trained by Queensland Police in surveillance and counter-surveillance. Cheronne McEvoy, his business partner, is a licensed private investigator. When their technicians are on the job, it’s with best-in-class equipment imported from around the world. But their competition includes anyone with a $300 detector wand and a website. So how can the real deal stand out from the charlatans online?
How we showcased the Security Tactics difference with copywriting
“We tried to write our own website a hundred different times,” says Eric. “Encapsulating in words what made us distinct was our biggest difficulty. We decided we needed a copywriter, but not just a web developer who dabbled in copywriting or someone who’d take what we wrote and re-order it a bit.”
We went undercover with Security Tactics
Our copywriter, Steven Lewis, interviewed Eric and Cheronne multiple times to get deep into the TCSM business, the type of devices they were up against and the full range of their business — from corporate security managers through lawyers with high-profile clients to the victims of stalking.
We spied on the competition
Competitors' websites were generally badly written, some read like a gumshoe detective novel. Where they targeted stalking victims, they gave no sense of empathy with a client in a frightening situation.
Spoke with two voices
Corporate security managers have different concerns and levels of knowledge from stalking victims. Both groups need different things from Security Tactics's website, including different tones of voice.